Honda CR-V “Leap List”

Case Study Video

Situation:

1) CR-V had a bit of a boring practical image

2) The aspirational rugged SUV image, a Boomer-created phenomenon, had become irrelevant and confused as the category expanded and diversified in the 2000s to appeal to soccer moms, upscale urban dwellers and performance buffs.
 

Our planning challenge was to create a new aspirational image for CR-V by finding a relevant connection to Millennial SUV buyers.

Insights:

1.)   This generation is currently free and untethered, but is on the cusp of transition, and has anxiety about moving to a new life stage, such as getting married or having kids—They don’t want to miss out on the fun of growing up right now, but also need to start thinking about the long term.

 

2.)   This target likes to see themselves as instigators of social activity. Their car needs to fit their social agenda, their friends, and their adventures, allowing them to be the “social hub.”

Creative Platform: “The Leap List”

The things you want to do before you take the next big leap in life to adulthood.

Seeding

The idea of a Leap List was seeded through a Times Square takeover, Print/Digital ads showing personal Leap Lists, a storyline on the Bachelor, and a Superbowl ad with Matthew Broderick, because nobody embodies “living life while you still can” better than Ferris Bueller.

Creating & Doing

All our seeding efforts led to our Leap List website, making the campaign into a facilitator of social activity rather than an advertising message. Our online community became the place to create personal Leap Lists, share progress with friends and comment.

We singled out Pinterest users who had made Leap List pin boards and offered the $500 for a “Pintermission” to get off their computers and start crossing items off their Leap Lists.

Results:

  • Best Jan-May sales months in CR-V’s 15 year history

  • CR-V #1 best-selling SUV in America

  • Leap List emerged as a term in culture, including Urban Dictionary, t-shirts, being featured as a top Twitter trend, and on YouTube Gold.

Awards: